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Google has again put off its plan to remove third-party cookies from its Chrome browser², which is a big change in the tech world. This is the third time Google has put off this project, which has caused a lot of talk among tech fans and experts in the field.
Google had planned to block third-party cookies starting in 2022. Google put off the process until the second part of 2024, though, after that year was over..
Now, Google says it won’t stop using third-party cookies until 2025, which is five years after its competitors.
The delay is because the Competition and Markets Authority (CMA) in the UK and the US Department of Justice are both looking into the matter.⁴]. Both groups are worried about Google’s plans, especially when it comes to user privacy and how they might affect other web marketers.
Google’s choice to delay the end of third-party cookies was also affected by comments from people in the industry. The company has heard that the business world wants more time to test Google’s new Privacy Sandbox technologies.
Google wants to use the Privacy Sandbox instead of third-party cookies To make marketers happy, it will still send focused ads to Chrome users, but cross-site tracking will be limited to please regulators. But officials like the CMA and ICO don’t like this idea very much
Even though it took longer than planned, Google is still planning to get rid of third-party cookies in Chrome². The company has said that it is very important for the CMA to have enough time to look over all the proof, such as test reports from other companies²
Some people may find it annoying that Chrome is taking so long to stop using third-party cookies, but this just shows how hard it is to balance user privacy, advertising needs, and government rules. As Google continues to deal with these problems, it will be interesting to see how this changes the future of online advertising.
